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Social media strategy : marketing and advertising in the consumer revolution / Keith A. Quesenberry.

By: Quesenberry, Keith A, 1971-.
Material type: TextTextPublisher: Lanham : Rowman & Littlefield, [2016]Description: xv, 239 pages : ilustrations ; 26 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781442251526 (cloth : alk. paper); 1442251522 (cloth : alk. paper); 9781442251533 (pbk : alk. paper); 1442251530 (pbk : alk. paper).Subject(s): Internet marketing | Internet advertising | Social media | Internet in public relationsDDC classification: 658.8/72
Contents:
Part I. An overview of social media : The scale and scope of social media : The rise of social media ; The size of social influence : MIni case: Kony 2012 ; Theoretically speaking: interactivity and two-way communication ; Social plan part 1: Discover and explore -- Shifting influences and the decline of push marketing : When push comes to shove ; Mass media to consumer communication : Mini case: Sony Europe ; Theoretically speaking: social presence and media richness ; Social plan part 2: Adding to the noise -- A marketer's point of view: moving from control to engagement : The advertising age is over : Mini case: Queensland tourism ; From interruption to engagement ; Theoretically speaking: the four Ps to the four Cs ; Social plan part 3: Quantifying engagement -- Part II. No hype: a strategic framework that works : Lay a foundation, frame the conversation : Goals, analysis and targets : Mini case: Old Spice new target ; Listen with a social media audit ; Theoretically speaking: market segmentation ; Social plan part 4: Objectives, target, situation analysis, and audit -- Make repairs and jumpstart the conversation : Fix operations, product, and service issues ; Big ideas and being interesting : Mini case: Chipotle Scarecrow ; Theoretically speaking: ethnographic observational research ; Social plan part 5: Repair plan and big idea -- The magic number 3: integrating social, marketing, and PR : The real convergence ; Think like an expert in all fields : Mini case: Burger King subservient chicken ; Theoretically speaking: corporate and marketing communication, and PR and advertising ; Social plan part 6: Integrate traditional marketing with social strategy -- Part III. Choose social options for target, message, and idea : Social networks, blogs, and forums : Choosing social options ; Social networks ; Blogs and forums : Mini case: GM Fastland Blog ; Social plan part 7: Select social networks, blog platforms and forums -- Microblogging and media sharing : Microblogging ; Media sharing : Mini case: Pharrell's "Happy" ; Social plan part 8: Choose most strategic content sharing -- Geo-location, ratings, and reviews : Geo-location ; Rating and reviews : Mini case: McDonald's Q & A ; Social plan part 9: Strategic use of location, ratings, and reviews -- Social bookmarking and social knowledge : Social bookmarking : Mini case: Behr Paints BuzzFeed ; Social knowledge ; Podcasts ; Feeling overwhelmed is natural ; Social plan part 10: Buzz building and knowledge sharing -- Part IV. Integrating social media across organizations : Crowdsourcing social media research : Real-time intelligence ; Leveraging the wisdom of the crowd : Mini case: Fiat Mio ; Theoretically speaking: local search constrains R & D ; Social plan part 11: Adding crowdsourcing into a campaign -- Branded content and customer evangelism : Creating a new level of engagement : Mini case: Dove real beauty sketches ; Supercharge word-of-mouth ; Theoretically speaking: consumer-brand relationships ; Social plan part 12: Creating branded content and motivating brand evangelists -- Customer service: the art of turning complaints into compliments : the customer is always right : Mini case: Hertz 24/7 social care ; Social care is no longer a choice ; Theoretically speaking: word-of-mouth in a service context ; Social plan part 13: Creating cross-functional social care -- Part V. Pulling it all together : Write your plan, plan your sell : Slow and steady wins the race ; Content creation takes time and focus ; Theoretically speaking: uses and gratification ; Leap of faith? : Mini case: Saucony Find Your Strong : Social plan part 14: Compile the parts and sell the story -- Appendix : The complete social plan (parts 1-14) ; Quick five-step social plan ; Social media tools and resources.
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Item type Current location Call number Status Date due Barcode
Book University of Texas At Tyler
Stacks - 3rd Floor
HF5415.1265 .Q46 2016 (Browse shelf) Available 0000002310498

Includes bibliographical references and index.

Part I. An overview of social media : The scale and scope of social media : The rise of social media ; The size of social influence : MIni case: Kony 2012 ; Theoretically speaking: interactivity and two-way communication ; Social plan part 1: Discover and explore -- Shifting influences and the decline of push marketing : When push comes to shove ; Mass media to consumer communication : Mini case: Sony Europe ; Theoretically speaking: social presence and media richness ; Social plan part 2: Adding to the noise -- A marketer's point of view: moving from control to engagement : The advertising age is over : Mini case: Queensland tourism ; From interruption to engagement ; Theoretically speaking: the four Ps to the four Cs ; Social plan part 3: Quantifying engagement -- Part II. No hype: a strategic framework that works : Lay a foundation, frame the conversation : Goals, analysis and targets : Mini case: Old Spice new target ; Listen with a social media audit ; Theoretically speaking: market segmentation ; Social plan part 4: Objectives, target, situation analysis, and audit -- Make repairs and jumpstart the conversation : Fix operations, product, and service issues ; Big ideas and being interesting : Mini case: Chipotle Scarecrow ; Theoretically speaking: ethnographic observational research ; Social plan part 5: Repair plan and big idea -- The magic number 3: integrating social, marketing, and PR : The real convergence ; Think like an expert in all fields : Mini case: Burger King subservient chicken ; Theoretically speaking: corporate and marketing communication, and PR and advertising ; Social plan part 6: Integrate traditional marketing with social strategy -- Part III. Choose social options for target, message, and idea : Social networks, blogs, and forums : Choosing social options ; Social networks ; Blogs and forums : Mini case: GM Fastland Blog ; Social plan part 7: Select social networks, blog platforms and forums -- Microblogging and media sharing : Microblogging ; Media sharing : Mini case: Pharrell's "Happy" ; Social plan part 8: Choose most strategic content sharing -- Geo-location, ratings, and reviews : Geo-location ; Rating and reviews : Mini case: McDonald's Q & A ; Social plan part 9: Strategic use of location, ratings, and reviews -- Social bookmarking and social knowledge : Social bookmarking : Mini case: Behr Paints BuzzFeed ; Social knowledge ; Podcasts ; Feeling overwhelmed is natural ; Social plan part 10: Buzz building and knowledge sharing -- Part IV. Integrating social media across organizations : Crowdsourcing social media research : Real-time intelligence ; Leveraging the wisdom of the crowd : Mini case: Fiat Mio ; Theoretically speaking: local search constrains R & D ; Social plan part 11: Adding crowdsourcing into a campaign -- Branded content and customer evangelism : Creating a new level of engagement : Mini case: Dove real beauty sketches ; Supercharge word-of-mouth ; Theoretically speaking: consumer-brand relationships ; Social plan part 12: Creating branded content and motivating brand evangelists -- Customer service: the art of turning complaints into compliments : the customer is always right : Mini case: Hertz 24/7 social care ; Social care is no longer a choice ; Theoretically speaking: word-of-mouth in a service context ; Social plan part 13: Creating cross-functional social care -- Part V. Pulling it all together : Write your plan, plan your sell : Slow and steady wins the race ; Content creation takes time and focus ; Theoretically speaking: uses and gratification ; Leap of faith? : Mini case: Saucony Find Your Strong : Social plan part 14: Compile the parts and sell the story -- Appendix : The complete social plan (parts 1-14) ; Quick five-step social plan ; Social media tools and resources.

Author notes provided by Syndetics

Keith A. Quesenberry, assistant professor of marketing at Messiah College, has taught social media marketing, digital marketing, and advertising at Johns Hopkins University, Temple University, and West Virginia University. Before joining academia, he spent nearly twenty years as an associate creative director and copywriter for advertising agencies such as BBDO and Arnold Worldwide, working with clients from startups to Fortune 500s. His social media campaigns have received industry recognition including a PRSA Bronze Anvil and an OMMA Award. He is also an accomplished researcher and contributing author to Harvard Business Review, Entrepreneur, and Social Media Examiner..Follow his blog at www.postcontrolmarketing.com.

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